Cruise is a self-driving car company focused on autonomous vehicle software and robotaxi services. It is headquartered in San Francisco and was founded in 2013 by Kyle Vogt and Dan Kan. [2]
Access to pre-IPO shares is available to accredited investors through UpMarket.
Latest Price
$19.0B
Series H, May 2019, Perplexity
UpMarket Estimate
$17B
Based on UpMarket valuation model
Previous Price
$14.6B
Series G Dec 2018
How to Invest in Cruise Through UpMarket
Cruise shares are not on public exchanges. UpMarket provides accredited investors access through secondary market transactions.
Step 01
Verify accredited investor status
Confirm eligibility under SEC Rule 501 of Regulation D. Income or net worth threshold applies.
Step 02
Create an UpMarket account
Complete KYC/AML onboarding. Typically 1–2 business days. Licensed rep assigned on signup.
Step 03
Review available Cruise offerings
Full offering memoranda and risk disclosures provided before any commitment is required.
Step 04
Complete subscription documents
Review and sign subscription agreement. All documents handled digitally through the platform.
Step 05
Fund your investment
Wire transfer or ACH. $50K minimum. Funds held in custodial account until close.
Pre-IPO investments are illiquid, speculative, and involve risk of total loss of capital.
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Valuation Growth Over Time
Post-money valuation by round
Previous roundsMost recent
Date
Round
PPS (split-adj.)
Valuation
May 2019
Series H
$19.0B
Dec 2018
Series G
$14.6B
May 2018
Series F
$11.5B
Sep 2017
Series E
$6.0B
Apr 2017
Series D
$1.5B
Why Investors Are Watching Cruise
Growth Signal
Cruise said robotaxi rides are live in Austin and Phoenix
Cruise’s first public road trips for its autonomous ride-hailing service began in Austin and Phoenix, marking a concrete expansion beyond limited testing. The company has said it is focused on scaling driverless operations city by city as it rebuilds after its 2023 suspension.
Competitive Moat
GM backs Cruise with deep AV stack and capital support
Cruise is owned by General Motors, giving it access to GM manufacturing, vehicle integration, and long-term funding support. That backing has helped Cruise keep developing self-driving systems through multiple market cycles and product resets.
Risk Factor
Cruise paused nationwide service after a 2023 safety review
Cruise suspended all driverless operations in late 2023 after regulators and internal reviews scrutinized a pedestrian-dragging incident in San Francisco. The pause showed regulatory and safety risk can directly interrupt commercialization and delay revenue scale.
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No. As of March 2026, Cruise is a private company and does not trade on any public stock exchange. Accredited investors can access Cruise shares through UpMarket, a FINRA-registered broker-dealer that specializes in pre-IPO investments.
Cruise does not have a public stock price because it is privately held. The most recent known share price comes from its last funding round. Pre-IPO share prices on the secondary market may differ from the last round price depending on supply, demand, and market conditions.
Yes. Accredited investors can indicate interest in Cruise shares through UpMarket by filling out the form on this page or creating an account at upmarket.co. All pre-IPO offerings are subject to availability and require a $50,000 minimum investment. UpMarket is a FINRA-registered broker-dealer and has brokered more than $500M in alternative investments since 2019.
Pre-IPO investments carry significant risks. Cruise shares are illiquid, meaning there is no public market to sell them quickly. There is no guaranteed exit timeline or return. The investment is speculative in nature, and investors should be prepared for the possibility of total loss. Valuations of private companies can fluctuate substantially between funding rounds. Investors should consult their financial advisor and review all offering documents before investing.
In a pre-IPO transaction, accredited investors purchase shares from existing shareholders (such as employees, early investors, or other holders) through secondary market platforms. The company itself does not issue new shares in these transactions. UpMarket facilitates these trades as a FINRA-registered broker-dealer, handling compliance, documentation, and settlement on behalf of both parties.
There are two primary exit paths for pre-IPO holdings: selling your shares on the secondary market to another buyer, or holding until the company completes an IPO or is acquired. Both paths are subject to transfer restrictions, company approval (right of first refusal), and market conditions. The timing of any exit is unpredictable, and investors should plan for a multi-year holding period.
The minimum investment for most pre-IPO offerings on UpMarket is $50,000. This amount may vary depending on the specific offering and share availability. There are no fees to create an UpMarket account or browse available investments. Investors only pay transaction-related fees when they complete an investment.
UpMarket's valuation estimate of is derived from a proprietary model that incorporates multiple data sources: funding round data (Caplight), revenue estimates (Sacra), secondary market pricing, and public company comparables. The model applies a private company discount to the public comp multiple to account for illiquidity and information asymmetry. This estimate is not investment advice and may differ substantially from the price at which shares actually trade.
Cruise develops autonomous vehicle software and robotaxi services and is valued at $17B, with robotaxi rides now live in Austin and Phoenix — accredited investors can access Cruise stock through UpMarket.